E-commerce and Retail Management -

About Course

This course is designed to provide students with an understanding of e-commerce and retail management, including its impact on the global economy and the changing consumer behavior. Students will learn how to develop and implement an effective e-commerce strategy, as well as how to manage and optimize retail operations. The course will cover key concepts in e-commerce, such as online merchandising, digital marketing, customer engagement, and supply chain management.

Course Outline:

Introduction to E-commerce and Retail Management

Definition of E-commerce and Retail Management
Key Drivers and Trends in E-commerce
The Role of Technology and Data in E-commerce

E-commerce Strategy Development

Market Analysis and Segmentation
Competitive Analysis and Positioning
Business Model Innovation and Differentiation

Online Merchandising and Digital Marketing

Product Catalog Management and Optimization
Search Engine Optimization (SEO) and Advertising (SEA)
Social Media Marketing and Influencer Marketing

Customer Engagement and Experience

Personalization and Customization
Customer Relationship Management (CRM) and Loyalty Programs
Customer Service and Support

Supply Chain Management for E-commerce

Inventory Management and Fulfillment
Last-mile Delivery and Logistics
Reverse Logistics and Returns Management

Retail Operations Management

Store Design and Layout
Visual Merchandising and Retail Analytics
Staffing and Employee Training

E-commerce and Retail Analytics

Key Performance Indicators (KPIs) and Metrics
Data Visualization and Business Intelligence
Predictive Analytics and Machine Learning

Prerequisites:

Basic knowledge of marketing and supply chain management concepts
Familiarity with Excel or other data analysis tools

Assessment:

Midterm Exam (30%)
Final Exam (40%)
Group Project (30%)

Note: The course syllabus and assessment methods are subject to change based on instructor’s discretion.

Understand the impact of e-commerce and retail management on the global economy and the changing consumer behavior.
Develop and implement an effective e-commerce strategy, including market analysis, competitive analysis, and business model innovation.
Manage and optimize online merchandising and digital marketing, including product catalog management, SEO/SEA, and social media marketing.
Enhance customer engagement and experience through personalization, CRM, and customer service.
Manage and optimize supply chain operations for e-commerce, including inventory management, last-mile delivery, and reverse logistics.
Manage and optimize retail operations, including store design and layout, visual merchandising, and staff training.
Use data and analytics to measure and improve e-commerce and retail performance, including KPIs, data visualization, and predictive analytics.

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E-commerce and Retail Management